Marketing Fresh Produce to Local Schools:

The North Florida Cooperative Experience

Small farmers in the United States are declining in

number and experiencing economic difficulty at a timewhen much of the country is enjoying prosperity. Smallfarm and ranch operators in the northern Florida regionare faced with many obstacles in their efforts to succeed.This situation has been recognized, and initiatives areunderway to ensure the continued contribution of smallfarmers as an important part of agriculture in the UnitedStates. This bulletin describes an effort in Florida.A group of limited-resource growers in the northern Floridaarea, along with the U.S. Department of Agriculture’sAgricultural Marketing Service (AMS) and Natural ResourcesConservation Service (NRCS), the West Florida ResourceConservation and Development Council (WFRCDC), andthe Small Farmer Outreach Training and TechnicalAssistance Project of Florida A&M University, are workingtogether with the goal of improving the farmers’ financialsituations through innovative marketing.These small farmers formed the New North FloridaCooperative (Cooperative). They reached an agreement,establishing the specific responsibilities of the participantsand the Cooperative. They identified several concernsthat affected the future of their farms and families,including:3 Limited-resource growers going out of business3 Keeping participants focused on one market while

building a cooperative

3 Dealing with destructive attitudes and perceptions3 Farmers wanting too much from a cooperative too

soon

The management team developed a vision statementreflecting the best possible future and a mission statementdescribing how the Cooperative would attain that future.The management team also analyzed strategic businessoptions.The strategy of the New North Florida Cooperative is toincrease farm income of small farmers through niche marketing,value-added processing, and alternative enterprises. TheCooperative business plan will be developed to efficiently servelocal school districts with fresh, leafy greens as part of theSchool Lunch Program. In addition to the main product ofleafy greens, the Cooperative will diversify into other producevarieties.The Cooperative consists of three groups:3 Participants who produce and harvest fruit and

vegetables according to set standards and qualityspecifications.

3 A small labor force of part-time employees who

perform value-added processing.

3 A management team that provides leadership,

organization, market development, planning, andcoordination.

The management team established action plans toovercome hurdles such as marketing, postharvesthandling, processing, delivery, and community relations.Two major barriers were the acquisition of capital andestablishing a credit history. The Cooperative had fewresources. The management team approached the JacksonCounty Development Council, a nonprofit organizationthat helps implement the President’s Empowerment Zone
Small quantities were delivered

ools during the fall. By spring,

ed to more than 1,500 pounds

ative was determined to expand

tems available to local schools.

berries were grown and sold to

dditions to the School Breakfast

hool year was a year of substantial

, equipment purchases, and

 addition, the Cooperative

record. The Cooperative and its

d with their progress during the

d are optimistic about increased

e 1998/99 school year.

with its customers to agree upon

ment team considered the costs

ion, postharvest handling, and

s made, and the management

nable profit level. The added

ed, and packaged leafy greens

xpenses in school kitchens.

ed leafy greens, marketing

w the Cooperative to set its selling

 the management team had to

y market prices and set its prices

e have offered children in these

food choices. Food service

creases in student participation

gram, as well as increased salesntenance personnel.

ave expressed pleasure regarding

ip with the Cooperative, citing

noticeable student acceptance

t advantages. These positive

ough the combined efforts of

Gadsden County School District

project resulted in many successes

xperiences, as outlined below.

3 Organizational development3 Purchasing equipment3 Market development3 Building a strong delivery record3 Improving income for small farmers3 Teamwork3 Product trials3 Proven reputation with Government agencies3 Establishing a demonstration project3 Creating community awareness3 Providing nutritional benefits to children3 Positive business reputationLearning Experiences Over the First Year3 Summer weather unfavorable for growing leafy

greens

3 Strawberry production3 Equipment3 Efficiency3 Cooperative effort of small farmersThe first year of the pilot project enabled AMS, NRCS,WFRCDC, and Florida A&M to work together in assistingthis group of small farmers in the northern Florida area.These limited-resource growers, who united to form theNew North Florida Cooperative, overcame many barriers,developed a stable local market, and established areputation for providing fresh fruit and vegetables forschool children. All participants are looking forward tothe second year of the pilot project. With the past successesand learning experiences to build upon, the small farmersare optimistic about additional business opportunitiesand a better life on the family farm.This bulletin is the first in a series of four targeted toinform small farmers across the country of the potentialof innovative marketing enterprises. The other bulletinsdescribing the experiences of the New North FloridaCooperative are:

in a Local Market: The New North FloridaCooperative

3 Small Farmer Success Story: Successes of the New

North Florida Cooperative

A full report on the Cooperative can be obtained at USDA,AMS, T&M, MTA, Room 1207-S, 1400 Independence Ave.,SW., Washington, DC 20250; telephone 202-720-8326;fax 202-690-3616; or e-mail dan.schofer@usda.gov.Information on farmer direct marketing and farmersmarkets is available on the Internet at

www.ams.usda.gov/marketing.htm.

This bulletin was made possible by the joint efforts ofDan Schofer (AMS), Glyen Holmes (NRCS), VondaRichardson (Florida A&M University), and CharlesConnerly (WFRCDC).

The U.S. Department of Agriculture (USDA) prohibits discrimination in all its programs andactivities on the basis of race, color, national origin, gender, religion, age, disability, politicalbeliefs, sexual orientation, and marital or family status. (Not all prohibited bases apply to allprograms.) Persons with disabilities who require alternative means for communication ofprogram information (Braille, large print, audiotape, etc.) should contact USDA’s TARGETCenter at 202-720-2600 (voice and TDD).To file a complaint of discrimination, write USDA, Director, Office of Civil Rights, Room 326-W, Whitten Building, 14th and Independence Avenue, SW, Washington, DC 20250-9410 orcall 202-720-5964 (voice or TDD). USDA is an equal opportunity provider and employer.
Small quantities were delivered

ools during the fall. By spring,

ed to more than 1,500 pounds

ative was determined to expand

tems available to local schools.

berries were grown and sold to

dditions to the School Breakfast

hool year was a year of substantial

, equipment purchases, and

 addition, the Cooperative

record. The Cooperative and its

d with their progress during the

d are optimistic about increased

e 1998/99 school year.

with its customers to agree upon

ment team considered the costs

ion, postharvest handling, and

s made, and the management

nable profit level. The added

ed, and packaged leafy greens

xpenses in school kitchens.

ed leafy greens, marketing

w the Cooperative to set its selling

 the management team had to

y market prices and set its prices

e have offered children in these

food choices. Food service

creases in student participation

gram, as well as increased salesntenance personnel.

ave expressed pleasure regarding

ip with the Cooperative, citing

noticeable student acceptance

t advantages. These positive

ough the combined efforts of

Gadsden County School District

project resulted in many successes

xperiences, as outlined below.

3 Organizational development3 Purchasing equipment3 Market development3 Building a strong delivery record3 Improving income for small farmers3 Teamwork3 Product trials3 Proven reputation with Government agencies3 Establishing a demonstration project3 Creating community awareness3 Providing nutritional benefits to children3 Positive business reputationLearning Experiences Over the First Year3 Summer weather unfavorable for growing leafy

greens

3 Strawberry production3 Equipment3 Efficiency3 Cooperative effort of small farmersThe first year of the pilot project enabled AMS, NRCS,WFRCDC, and Florida A&M to work together in assistingthis group of small farmers in the northern Florida area.These limited-resource growers, who united to form theNew North Florida Cooperative, overcame many barriers,developed a stable local market, and established areputation for providing fresh fruit and vegetables forschool children. All participants are looking forward tothe second year of the pilot project. With the past successesand learning experiences to build upon, the small farmersare optimistic about additional business opportunitiesand a better life on the family farm.This bulletin is the first in a series of four targeted toinform small farmers across the country of the potentialof innovative marketing enterprises. The other bulletinsdescribing the experiences of the New North FloridaCooperative are:

in a Local Market: The New North FloridaCooperative

3 Small Farmer Success Story: Successes of the New

North Florida Cooperative

A full report on the Cooperative can be obtained at USDA,AMS, T&M, MTA, Room 1207-S, 1400 Independence Ave.,SW., Washington, DC 20250; telephone 202-720-8326;fax 202-690-3616; or e-mail dan.schofer@usda.gov.Information on farmer direct marketing and farmersmarkets is available on the Internet at

www.ams.usda.gov/marketing.htm.

This bulletin was made possible by the joint efforts ofDan Schofer (AMS), Glyen Holmes (NRCS), VondaRichardson (Florida A&M University), and CharlesConnerly (WFRCDC).

The U.S. Department of Agriculture (USDA) prohibits discrimination in all its programs andactivities on the basis of race, color, national origin, gender, religion, age, disability, politicalbeliefs, sexual orientation, and marital or family status. (Not all prohibited bases apply to allprograms.) Persons with disabilities who require alternative means for communication ofprogram information (Braille, large print, audiotape, etc.) should contact USDA’s TARGETCenter at 202-720-2600 (voice and TDD).To file a complaint of discrimination, write USDA, Director, Office of Civil Rights, Room 326-W, Whitten Building, 14th and Independence Avenue, SW, Washington, DC 20250-9410 orcall 202-720-5964 (voice or TDD). USDA is an equal opportunity provider and employer.